magistrska naloga
Abstract
Temeljni namen pričujoče magistrske naloge je, raziskati, katere posameznikove psihološke
potrebe zadovoljujemo z uporabo spletnih socialnih omrežij, primer Facebooka. V ta namen
sem povabila k sodelovanju dve po starosti različni skupini in izvedla raziskavo s pomočjo
metode fokusne skupine. Odločitev za fokusno skupino se mi je zdela prava zaradi tega, ker
so do sedaj podobna raziskovalna vprašanja obdelovali z metodo anketiranja in to predvsem
za namene oglaševanja. V vsaki skupini je sodelovalo sedem uporabnikov spletnega
socialnega omrežja Facebook. Za dve po starosni različni skupini sem se odločila zaradi
primerljivosti in domneve, da se glede na starost pomen potreb spreminja. Zanimalo me je,
katere so psihološke potrebe, ki jih uporabnik ima, in ali jih zadovoljimo z uporabo
Facebooka. Po predhodnih raziskavah s podobno tematiko je najbolj obiskano svetovno
spletno omrežje prav Facebook. V nizu vprašanj, ki sem jih zastavila v obeh skupinah, sem si
zastavila aplikativen cilj in sicer prepoznati psihološke potrebe, ki jih morda v realnem svetu
ne moremo tako hitro in enostavno zadovoljiti kot v virtualnem. Koncept svetovnega spleta
lahko razumemo tudi kot sistem za ustvarjanje, razvrščanje in povezovanje dokumentov, po
katerih je zlahka brskati po internetu. A za spletna socialna omrežja velja, da ponujajo nekaj
več in da so predvsem plod povezovanja posameznikov, ki na ta način zadovoljujejo določene
potrebe. Rezultati obeh fokusnih skupin so bili zelo podobni, a vendar so se v nekaterih
segmentih razlikovali. Na koncu sem rezultate ene in druge skupine primerjala ter zaključila z
ugotovitvijo, da so psihološke potrebe obeh v večini enake. S pomočjo analize pridobljenih
podatkov sem na primeru uporabe Facebooka potrdila tudi Katzevo teorijo zadovoljevanja
potreb, ki temelji na petih predpostavkah. V sklepnem delu sem podala še svoje razmišljanje o
morebitnem dolgoročnem vplivu na mlajše generacije, ki najbolj množično uporabljajo to
spletno socialno omrežje.
Keywords
potrebe;zadovoljevanje potreb;množični mediji;internet;splet 2.0;spletna skupnost;spletno socialno omrežje;Facebook;
Data
Language: |
Slovenian |
Year of publishing: |
2011 |
Typology: |
2.09 - Master's Thesis |
Organization: |
FUDŠ - School of advanced social studies |
Publisher: |
[P. Ložar] |
UDC: |
316.472.4-027.44:004.738.5 |
COBISS: |
1024325697
|
Views: |
1 |
Downloads: |
0 |
Average score: |
0 (0 votes) |
Metadata: |
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Other data
Secondary language: |
English |
Secondary abstract: |
The basic purpose of this thesis is to explore which psychological needs of an individual are
satisfied with the use of on-line social networks, like Facebook. With that intention I invited
two groups (different by age) to cooperate and conducted a research with the focus group
method. The decision to use the focus group seemed appropriate as similar research questions
have so far been processed mainly only through questionnaire methods and mostly for the
purpose of advertising. Each group involved consisted of seven users of Facebook. Groups
are can be differentiated by age due to comparability and the assumption that the importance
of needs changes with age. I was interested in which the psychological needs of an individual
are, and whether they are satisfied with the use of Facebook. According to preliminary
research, Facebook is the most frequently visited social network on-line. In the series of
questions raised in both groups I have set an applicative goal – to recognise the psychological
needs that might not be satisfied in the real world as fast and as simple as in the virtual one.
The concept of the worldwide web can also be understood as a system for creating, sorting
and linking of documents which can then be easily browsed through on-line. But the on-line
social networks offer more than that and are mostly the result of individuals connecting to
each other through which they satisfy certain needs. The results of both focus groups were
very similar, yet there were significant differences in some of the segments. In the end, I
compared the results of both groups and concluded that psychological needs in both of them
are mostly the same. With the analysis of the acquired data on the example of the use of
Facebook I also confirmed Katz’s theory of satisfying needs based on five assumptions. In the
conclusions I also offer my reflections on potential long-term effects on younger generations
who are the most common users of this on-line social network. |
Secondary keywords: |
needs;satisfaction of needs;mass media;internet;web 2.0;web communication;on-line social network;facebook; |
Type (COBISS): |
Master's thesis/paper |
Thesis comment: |
Fak. za upor. druž. študije v Novi Gorici |
Pages: |
67 str., [60] f. pril. |
ID: |
13181200 |